Kodak Brand Audit Report
Kodak Brand Audit Requirement
This research is being performed to dig deep in to consumer insights and get important answers to the following questions. This would determine if the assumptions about certain products are true and if so, what are the chances that a customer would prefer Kodak's product over the competitors.
Critical Questions
Today, more and more multi-function devices are becoming available. More functionality is being added to the mobile phone, and it is difficult to find a new mobile phone without some capability to take a picture.
How many consumers have their choice of phone influenced by the camera capability/features for the phone?
How many consumers regularly use the camera feature on their phone?
Are there different image management/handling requirements for digital cameras and mobile phones?
What type of pictures do consumers take with camera phones versus digital cameras?
Do consumer envision a time in which camera phones replace "traditional" digital cameras?
How much would current camera capability in mobile phones need to improve before the camera phone was the primary picture taking device?
How important is the ability to capture video as a feature in a digital camera (or mobile phone)?
Kodak just announced its entry into the inkjet printer market. Are there other product categories where the Kodak brand might be leveraged for entry into a new market space?
Purpose of this project is to gain direct exposure to analysis of a brand using secondary data in completing a brand inventory.
Learning Objectives
- Understand the nature of a comprehensive brand audit
- Gain experience with secondary data sources
- Use secondary data to demonstrate knowledge and understanding about a focal brand by completing a brand inventory
- Use secondary data (as available) to learn customer/marketplace perceptions about the focal brand
- To understand the early stages of the marketing research process in which a researcher must immerse him/herself in the client’s world to gain insight for problem definition.
Background
Brand Inventory
Using secondary data (news articles, annual reports, etc.) develop a current profile of how Kodak digital cameras are marketed and branded. In other words, how is this brand promoted? How are Kodak digital cameras represented in the marketplace? In addition to cameras, explore the new Easy Share printer system. To get started, look in the Investor Relations (Corporate) section of the Kodak website and scan news releases. Additional information and links are in the Innovations section in this area of the website.
The outcome of the brand inventory should be an accurate, comprehensive, and timely profile of how Kodak digital cameras (and printers) and the assigned competitor are branded. This includes marketing communication and other supporting marketing programs” (see Keller, p. 163).
Profiling one or several competing brands may be helpful in this exercise to illustrate similarities and differences across the brandsBrand Inventory Report - Introduction
Kodak is a multi dimensional provider of products and services to the photographic, graphic communications and healthcare markets. Consumers use Kodak’s system of digital and traditional capture products and services to take print, store and share their pictures anytime, anywhere. This report takes a deep dive in to the brand auditing of Kodak brand. We will look at the brand inventory of Kodak digital cameras and printers. We will also stack up Kodak products against a competitor to understand the brand portfolio positioning grid.
Brand Audit
Brand audit is the process where companies estimate their brand awareness among the customers; estimate the current valuation of the brand and the proposition of the brand.
The purpose of the brand inventory is to provide the current profile of how all the products and services sold by the company are marketed and branded. Scope of this report would be restricted to Kodak digital cameras and printers.
Kodak Cameras
Kodak Cameras are very widely used. Their easyshare series of cameras are very popular among customers. One of the important attribute of Kodak cameras are the affordable price points. If you look at the below illustration, a 10.0 Megapixel camera is priced at 249.05, which is considered a very low price.
- Point and shoot
- High Zoom
- Performance
- Easy-Share One
In 2004 Kodak had a market-share of 20.1%. Due to increased competition they have dropped considerably. IDC has predicted by 2009 worldwide digital camera sales would slow down. Kodak cameras have many features which many companies didn’t offer. For example their pictbridge printing technology is so powerful that their products where selling just for the pictbridge feature.
Kodak Printers
Printer business has been very lucrative with a huge opportunity for growth. Kodak has been a late entrant in this market, but they have arrived with a solid concept of saving 50% of price on ink. This is a huge revolution in the printer market as it breaks the conventional wisdom. As per the norms printer companies make money of printer accessories instead of the actual printer. But Kodak with its revolutionary design and development knowledge, they have come out with a printer which can guarantee a life time quality of picture. Price of ink is so low that it beats the market by 50%. Only downside is price of printer is high comparing the competitor prices.
Kodak EasyShare 5100
Marketing efforts has been a great success for Kodak. All major syndications carried the news of the release of revolutionary printers.
Kodak Cameras Vs HP Cameras
HP entered digital camera market in 1998. They have released consistent models, but haven’t been able to make a dent in the Kodak marketshare. Please see appendix for information relating to the difference in the current models of Kodak and HP cameras.
Kodak Printers Vs HP Printers
Kodak has 3 new lines of All-In-One printers. HP has only one printer Deskjet F380 which can be compared in this range. Following is the comparison of the performance between a Kodak and HP printer.
Kodak Marketing Efforts
Kodak has aggressively started marking of their new revolutionary printers. They have used the word “think” to infer this product is all about saving the cost on ink.
Kodak in the News
KODAK: Kodak Revolutionizes the Inkjet Industry New Line of All-In-One Inkjet Printers Produces Durable, High-Quality Documents and Photos; Low-cost premium inks save customers up to 50 percent on everything they print, M2 Presswire,
Kodak Wins Three CES Innovations Awards and Receives Prestigious Honors from Popular Science and PC Magazine; Honors Include "Best of Innovations" Award for the KODAK EASYSHARE V610 Dual Lens Digital Camera, Business Wire,
Summary
This article has taken an effort to collect the current profile of Kodak. It assessed the profile against HP to compare the various specifications of HP and Kodak. This information should be used for brand exploratory and further study.
Appendix
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